Malaysia Airlines builds up marketing team with senior appointments put in place

Malaysia Airlines (MAB) has named Wai Kuan Wong (pictured) head of global marketing, responsible for overseeing strategic branding and global marketing to promote and strengthen MAB’s positioning. MAB’s spokesperson confirmed the appointment to A+M, adding that she joined in June 2019 and reports to group chief marketing and customer experience officer Lau Yin May.

In MAB, she oversees strategic branding, global marketing in promoting and strengthening MAB brand position, establish alliances and strategic partnerships, eCommerce as well as content management of own assets and paid media.

The spokesperson added: “With over 20 years in brand and marketing, Wong has vast knowledge and experience in leisure and tourism industry, banking and FMCG.”

Prior to her new role, Wong was with Themed Attractions Resorts and Hotels for over eight years, with her last role being senior VP of group marketing. She also worked at Maybank for three years as assistant VP of branding. She also has experience in the agency field, having worked at Bates Malaysia, TBWAWorldwide and Dentsu Malaysia.

Her hire comes shortly after the airline promoted Lau (pictured centre) to group chief marketing and customer experience officer in April, to oversee the newly streamlined division in the Malaysia Aviation Group of companies. Lau returned to MAB in May 2018 as head of customer experience, bringing with her over 17 years of leadership and management expertise in business strategy, management consulting, commercial, marketing communications and operations in diversified industries.

Both Wong and Lau come on board following the brand undergoing a marketing shuffle with CMO Arved von zur Muehlen and former head of global marketing Schrene Goh leaving last year, and earlier this year respectively.

Meanwhile, MAB recently named Bryan Foong its group chief strategy officer to translate the strategic vision for group CEO Izham Ismail and MAB’s board of directors into strategic priorities and direction. This happened shortly after it brought on board Morgan Stanley for advice on how to revive the airline which has been struggling to stay afloat. Currently, MAB is on the hunt for a media representative to manage its media assets and its inflight magazine Going Places. According to the tender document seen by A+M, the appointment is for a period of three years with the option to extend for another. Earlier this year, MAB also cancelled its global pitch covering creative, social and media. MAB is currently still working with M&C Saatchi, m/SIX and Reprise Digital.